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AETA AUDIO SYSTEMS iis a leading international developer of portable sound recording units, mixers and advanced audio codecs. AETA’s products are tried and trusted all over the world. Most of them have unique and other great features. “Made by AETA” is a synonym for high quality, reliability and rapid return on investment. With its strong commitment to innovation, the French-German company has an outstanding history of industry firsts.

However, a market situation analysis in 2011 showed that AETA needed not only superior products but also superior marketing in order to increase sales further. By the end of June 2011 AETA decided to conduct a fast relaunch until the important IBC exhibition in early September 2011.

Ralf Mayer de Groot was appointed as external Chief Marketing Officer. He developed a new marketing strategy and improved the brand’s and products’ positioning. The new logo capitalises on AETA’s heritage and is easily recognisable. The new claim “superior sound since 1978” communicates a relevant core benefit and competitive advantage. AETA’s new corporate design is unique, innovative, attractive and consistent throughout its marketing mix. AETA’S innovative products are the heroes and communicated to full advantage. The launch of the 4MinX, an innovative multi-track digital recorder and mixer in one unit was supported by a product film on AETA’s website – another innovative step. In November 2011 the 4MinX won the prestigious SATIS 2011 innovation award in Paris. One year later the innovative ScoopFone was awarded SATIS 2012 innovation award.

The relaunch package worked well and caused a lot of interest. Page impressions on AETA’s website increased by 319 per cent in the first relaunch month compared to the pre-relaunch period. Even more important AETA’s sales increased 63 per cent compared to previous year in the first 3 months after the relaunch started.

Position: external Chief Marketing Officer 04/2011 - 10/2012

Communication agency: salomonSINNSALON, Hamburg

Publication: Mayer de Groot, R.: Effective Communication around the World Learning from Best Practice Examples, in: p&a international market research 03/ 2012.